Recent research from Povaddo explores how Americans view companies’ efforts to keep pace with changing societal expectations—and identifies the actions they can take to build greater public trust.
Key Insights
Americans’ top concern when it comes to how companies operate today is keeping prices affordable for consumers, but this priority shifts among younger adults toward protecting children from harmful content.
Most Americans say it is important for companies to take proactive steps to respond to societal change, but many question the sincerity of these efforts. Younger generations (Gen Z and Millennials) are more confident that companies genuinely address societal concerns, while Boomers remain more skeptical.
Clear communication and transparency is the strongest driver of positive opinion when companies respond to societal concerns, and news stories remain the primary way Americans learn about these efforts.
Keeping prices affordable for consumers is the top concern when Americans consider how companies operate, especially among Gen X and Boomers, followed by providing high quality products and services.
Gen Z prioritize protecting children and young people from harmful products or content, with 22% naming it their top concern.
Over seven-in-ten Americans believe it is important that companies take proactive steps to address changing societal expectations. However, many question whether those actions are genuine.
Gen Z and Millennials are more likely than Boomers to believe companies genuinely care about the issues they address.
Clear communication and transparency is the top driver of positive opinion when companies respond to societal concerns—especially for Millennials and middle-income respondents—while Gen Z is most influenced by companies listening to and acting on consumer feedback.
News stories are the most common source of information about companies’ efforts to address societal concerns, especially among Boomers (51%)
Gen Z and Millennials are far more likely to hear about companies through social media, word of mouth, and advertising than older generations.
America’s Point of View (APOV)
APOV is a thought leadership series designed to contribute to the public debate about key issues impacting society and to help organizations navigate the complexities of today’s dynamic landscape.
About This Study
Sample: n=1,001 general population adults (18+)
Methodology: Online survey
Field Dates: August 19-27, 2025
Weighting: The data was weighted by age, gender, ethnicity, race, education, income, region, and political party affiliation to match national statistics
Margin of error: ±3.1% (national level)
For further study details, please contact: info@povaddo.com
About Povaddo
Povaddo is a research firm that specializes in helping our clients develop better strategies and stronger communications to address complex issues and challenges that are facing their organizations.
For over 15 years, Povaddo has completed north of 1,000 studies – surveys, focus groups, and in-depth interviews – across more than 100 countries and six continents. During this time, Povaddo has developed a reputation as one of the foremost opinion research firms capable of handling projects all over the world.
Learn more about PovaddoFor business inquiries, please contact us at: info@povaddo.com
